law firm content marketing

5 Tips for Creating High Engagement LinkedIn Posts for your Law Firm

by Kevin Vermeulen • January 15th, 2021 • Social Media | Blog

law firm linkedin postLaw firms are posting content to LinkedIn day in and day out. But they often find it troubling to garner the high engagement rates they’re looking for. On a platform with plenty of content, how can your firm create high engagement posts? Keep reading for some ideas.

1. Quick + informative native videos grab attention on LinkedIn.

People spend a lot of time on social media. Users can spend up to an hour per day on their chosen platforms, but LinkedIn tends to be used differently, with people browsing quickly and with intention. Right now, video content is dominating LinkedIn because it’s quick and concise. Brief, easily digestible videos that convey valuable information are more likely to be clicked on than a blog post. 

Native video on LinkedIn can be anywhere from 3 seconds to 10 minutes, and the one-minute timeframe is often the sweet spot. Use just enough time to share some knowledge-packed insights, and you’ll grab attention as well as create new followers for the future. 

2. Don’t overcomplicate: text only can be attention-grabbing, too.

In an environment filled with advertising, self-promotion, and flashy content, sometimes short and simple text stands out the most. As much as multimedia formats are encouraged, most people’s feeds are now saturated with images. Basic text posts have begun to garner more likes, comments, and views. If you have a concept that you can share in a witty or interesting way through text only, try that first.

3. Remember, LinkedIn is a two-way street.

You can’t simply post and expect to receive engagement. Treat your LinkedIn audience like actual people that you want to talk to. When you post something, end with a question seeking other perspectives. Create dialogues where you actually hope to garner other opinions and perspectives. When someone comments on one of your posts, reply, and keep the conversation moving. 

4. Host great content right on LinkedIn.

Most law firms post to LinkedIn with the goal of driving traffic to their website – which is of course beneficial. But LinkedIn is a great repository for thought leadership, and those individuals with high engagement rates take advantage of what the platform offers for creating content. Develop articles or other content pieces and host them right on LinkedIn’s Publishing platform, so that any discussions the content sparks remain on the platform. This will encourage more viewership, more sharing, and a more robust discussion with users.

5. Lower the reading level.

This may seem like a counterintuitive strategy, but people like content that is straightforward and easy to read. One tool that can help with this is called the Flesch-Kincaid score, which rates content on a scale of 1 to 100, with a higher score indicating greater reading ease. For example, a scale of 0 through 30 means that content is best understood by those who have graduated from a university. Even if many of your clients and prospects are highly educated and read frequently, you have to think about what they actually enjoy reading. According to LinkedIn, readability score is an important factor when it comes to engagement. Luckily, this particular tool is already built into the Microsoft suite. Simply type text into a Word document and then spell-check it. The tool will display “readability statistics”, and under the “readability” subheading you can see this score. 

Related: A Legal Marketer’s Guide to Writing for Social Media


Authentic interaction is the best way to engage with users on LinkedIn. Take the time to address real concerns and welcome conversation and feedback. These tactics should give you a good place to start on building engagement, but don’t stop there. Consider other methods for seeing success on LInkedIn, such as joining groups or leveraging their advertising platform. If you need help navigating the world of LinkedIn, our agency can help you generate new leads and build relationships with your current audience. Contact us today for a consultation.

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